The effects of online review towards hotel intention / Nabilah Asraf Panchu and Nurbatrisyia Daud

Nowadays online reviews are the main indicator for hotel booking intention. Previous study proved that social media is one of the medium that contributes to hotel booking intention. This phenomenon has affected the hotel industry as well, especially in booking intention. Therefore, the purpose of this study is to explore the effectiveness of online reviews posted by customer. This research study applies argumentative study whereby various researchers’ studies and their point-of- views were being compared and compiled to in order to have a bigger picture of the impacts that online reviews have on hotel booking intention. This study reveals the most prominent effect of online review towards hotel booking. Hence, it contributes to better comprehension about the effects of online reviews towards hotel booking intention for both industry and academic perspectives.